NADA Used Car Guide con­duct­ed its annu­al sur­vey on new vehi­cle pref­er­ences and found that fuel econ­o­my is high­est-ranked fac­tor for con­sid­er­a­tion among both car and truck buy­ers. Both car and truck buy­ers said that Cost of Own­er­ship and Pow­er & Per­for­mance came in at sec­ond and third most impor­tant. Con­sumers are look­ing beyond the brand image.